Case#2: Global market entry in term of its branding strategy
RA6997422 Kim, Jung Eun
GM Korea’s profile
GM Korea Company, former GM Daewoo Auto and Technology Company, is the
third largest South-Korean automobile manufacturer, member and part of the General
Motors Company. It has five manufacturing facilities in Korea as well as an assembly
facility in Vietnam. In addition, GM Korea provides market and brand-specific
vehicle kits for assembly at GM facilities in China, Thailand, India, Colombia and
Venezuela. GM Korea now produces vehicles and kits for Chevrolet, Opel/Vauxhall,
Holden and Suzuki that are offered in more than 150 markets on six continents. On
January 20, 2011, General Motors announced that GM Daewoo would be renamed
GM Korea Co. "to reflect its heightened status in global operations of GM," effective
March 2011. Most of the vehicles will be rechristened as Chevrolets, with plans for
GM in South Korea to establish either Opel or Buick there.
1937: Shinjin Motor, which launched its business by rebuilding scrapped US military
vehicles, was first established as National Motor in South Korea.
1962: Changing its name to Saenara Motor.
1965: Saenara Motor was bought by Shinjin Industrial which changed its name to
Shinjin Motor after establishing collaborations with Toyota.
1972: After Toyota's withdrawal, Shinjin Motor changed its name to GM-Korea with
General Motors taking over a 50 per cent stake in the company from Toyota.
1976: Renamed again to Saehan Motor. Korea Development Bank (KDB), the
company's creditor, took over management as the company found itself unable to cope
with competition from Hyundai Motor's popular Pony and Kia Motors' Brisas.
1982: After the Daewoo Group gained control, the name was changed to Daewoo
Motor. In the early 1990s the company started to expand heavily throughout the world.
Until 1996 all cars were based on models from General Motors.
1998: After the Asian financial crisis started in 1997, it took over the troubled SUV
specialist SsangYong in 1998, but ran into financial trouble in 1999.
2001: General Motors bought most of Daewoo Motor's assets to form GM Daewoo.
The new company started operations on October 17, 2002.